THE REAL TWITTER by J. Walter Thompson San Jose for Fundacion Arias para la Paz

THE REAL TWITTER

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Industry Public awareness
Media Promo & PR, Case study
Market Costa Rica
Agency J. Walter Thompson San Jose
Creative Director Christian Caldwell
Creative Jorge Carrera, Pablo Castillo
Designer Andres Gomez
Released September 2010

Credits & Description

Category: Charity and Not for Profit
Advertiser: ARIAS FOUNDATION FOR PEACE
Product/Service: WORLD PEACE DAY
Creative Director: Christian Caldwell (JWT)
Executive: Karolina Vilchez (JWT)
Designer: Andres Gomez (JWT)
Executive Planner: Chino Quesada (JWT)
Creative: Pablo Castillo (JWT)
Creative: Jorge Carrera (JWT)
Media placement: TV Comercial - Channel 6 And 7 - 15 September 2010
Media placement: Event - Parque De La Democracia Park - 21 September 2010
Media placement: Internet - Facebooks Ads - 15 September 2010
Media placement: Internet - Twitter - 21 September 2010

Summary of the Campaign
Costa Rica is the first country in the world in abolishing its army.

That’s why on World Peace Day, the Oscar Arias Foundation wanted to accomplish an action in which Costa Ricans could express themselves to the world.

Making people conscious of the incredible waste global military expenditure represents.

Evidently, nowadays the most efficient and cheapest way to share messages globally is through Social Media.

However In Costa Rica 70% of the population have no access to the Internet.

IDEA

We created a new communication channel that merges one of the oldest ways to send messages with one of the most modern ones; and we called it The Real Twitter.

In one of the most important parks of the city thousands of Costa Ricans who didn’t have access to the internet, gathered around to write their 140 character messages, but on pieces of paper.

Then all the messages were attached to homing pigeons who then flew many kilometres until reaching the other side of town where there was internet access.

As the pigeons arrived, messages were collected and tweeted by people with mobiles on their personal accounts and on the Foundation’s official accounts.

Several communication mediums, gave us coverage placing "The Real Twitter" on the cover of several newspapers and on different TV reports.

On Peace International Day, #CostaRica became a trending topic on Twitter.

The Situation
On September 21st, World Peace Day, the Oscar Arias Foundation wanted to accomplish an action in which Costa Ricans could express themselves directly to the world, making people conscious of the incredible waste global military expenditure represents, and positioning Costa Rica as a peaceful country.

Nowadays the most efficient and cheapest way to share messages globally is through social networks, however In Costa Rica 70% of the population have no access to the Internet.

So the challenge was how to give that huge amount of the people, who didn't have access to internet the chance to express themselves to the world.

The Goal
Our goal was that on September 21st, World Peace Day, all Costa Ricans, with and without internet access could have the chance to express themselves directly to the world, making people conscious of the incredible waste global military expenditure represent, and positioning Costa Rica as peaceful country.

The Strategy
Although Costa Rica has a very low internet coverage, we didn't give up on using social networks, because they were the cheapest way to communicate all the peace messages from the country in a massive way.

To accomplish that those Costa Ricans who lived in different areas without Internet access could express themselves in a massive way, we took twitter out of its virtual world and materialized it into the universal symbol of peace, which also is the oldest way to send messages.

Execution
We created a new communication channel that merges one of the oldest ways to send direct messages with one of the most modern ones; and we called it The Real Twitter.

In one of the most important parks of the city, and the same place in which the army was abolished, thousands of Costa Ricans who didn’t have access to Internet, gathered to write their 140 character messages, but on pieces of paper.

Then all the messages were attached to homing pigeons who then flew many kilometres until reaching the other side of town where there was internet access.

As the pigeons arrived, messages were collected and tweeted by people with mobiles on their personal accounts and on the Foundation’s official accounts, which had thousands of followers worldwide.

All this action could be watched through several screens around the country.

Documented Results
Several communication media, local and international, gave us coverage placing The Real Twitter on the cover of several newspapers and giving it over 10 minutes on different TV reports.

1,000 pigeons transported 5,000 tweets, which were shared to over 100,000 followers around the world.

Tweets were retweeted and shared throughout the world on the foundation’s Facebook accounts receiving more than 10,000 likes.

On Peace International Day, #CostaRica became a trending topic on Twitter.

And the most important goal achieved, was that we gave Costa Ricans the chance to share their messages directly to the world.